Competitive Analysis Retail DEMO - FRD Center
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Competitive Analysis Retail DEMO - FRD Center

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A DEMO Competitive Analysis report of 3 main retailers in Romania. It includes financials, price analysis, store descriptions etc. ...

A DEMO Competitive Analysis report of 3 main retailers in Romania. It includes financials, price analysis, store descriptions etc.

For tailor-made analysis in Eastern European markets please feel free to contact our team at europa @ frdcenter.ro

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    Competitive Analysis Retail DEMO - FRD Center Competitive Analysis Retail DEMO - FRD Center Document Transcript

    • COMPETITIVE ANALYSIS – DEMO REPORTLARGE RETAILERS IN ROMANIAAUCHANCORACARREFOUR1.1 Auchan1. General dataCompany name: Auchan Romania SAAddress (headquarters): Str. Barbu Delavrancea 13, BucharestPhone: +4021 4080107Fax: +4021 2232024Web: www.auchan.roE-mail: contact@auchan.roYear of establishment: 2005Ownership: Auchan Group2. Financial dataYear/Category Net turnover Average no of Net profit (mil. EUR) employees (mil. EUR)2010 355.8 3,184 -4.62009 307.6 3,103 -9.72008 278.4 3,156 -6.7
    • A FRD Center Market Entry Services Demo Publication www.market-entry.ro3. Key personsName Position Contact detailsMr. Patrick Espasa General Director Email: contact@auchan.roMr. Tiberiu Danetiu Marketing Director Email: tdanetiu@auchan.roMs. Mariana Dragan Communication Manager Email: mdragan@auchan.ro Tel: +4 021 40802944. Brief profileAuchan Romania is part of the French Group Auchan.Auchan opened its first hypermarket on the Romanian market in 2006. This store is locatedin Bucharest (in the Titan area) and has the surface of over 16,000 sqm. The store records adaily traffic of 30,000 – 45,000 persons and registers the biggest sales in the Auchan networkin Romania.At present, Auchan has nine hypermarkets in Romania, located in Bucharest (two stores – inthe Titan and Militari areas), Pitesti, Targu Mures, Cluj Napoca, Suceava, Timisoara,Constanta and Craiova.The Auchan hypermarket in Cluj Napoca was opened in November 2007, with aninvestment of 40 million EUR. The store is located in the Iulius Mall, has the surface ofsome 10,000 sqm and offers over 45,000 products.The Auchan hypermarket in Bucharest, located in the Militari area, was launched inDecember 2008, following an investment of 20 million EUR. The store has the surface of12,500 sqm.The Auchan store in Constanta was launched in October 2011, in the Maritimo CommercialCenter. The store has a selling surface of 12,000 sqm and sells over 50,000 products.Auchan intends to expand its network of units in Romania and to reach 14 hypermarkets by2014. Auchan targets Braila, Galati, Brasov or Bucharest for the expansion process.
    • A FRD Center Market Entry Services Demo Publication www.market-entry.roExamples of prices in Auchan hypermarkets (RON):Product & brand September 2011 October 2011 November 2011Dobrogea superior wheat 3.20 3.18 3.18flour, category 000, 1 kgZuzu milk, 1.5% fat, 3.70 3.79 3.79cardboard box, 1 lBunica oil, Pet, 1 l 7.32 7.07 7.07Coca – Cola, Pet, 2 l 4.55 4.59 4.59Timisoreana beer, dose, 1.98 2.09 1.99500 mlDanone Nutriday Natural 0.91 0.98 0.96Yogurt, 4.1% fat, 140 gProtex Fresh soap, 100 g 2.50 2.50 2.62Dero Ozon+ automatic 3.38 3.46 3.19laundry detergent, 400 gLenor Spring 8.28 8.36 8.61concentrated fabricsoftener, 1 lMr. Proper universal 7.85 8.39 8.83cleaning detergent, 1 l
    • A FRD Center Market Entry Services Demo Publication www.market-entry.ro1.2 Cora1. General dataCompany name: Romania Hypermarche SAAddress (headquarters): Str. Lipscani 102, BucharestPhone: +4021 3000770Fax: +4021 3055830Web: www.cora.roE-mail: info@cora.roYear of establishment: 2002Ownership: Louis Delhaize Group2. Financial dataYear/Category Net turnover Average no of Net profit (mil. EUR) employees (mil. EUR)2010 327.0 3,146 15.72009 329.1 2,660 20.02008 399.0 2,883 19.73. Key personsName Position Contact detailsMr. Philippe Lejeune General Director Email: contact@cora.roMs. Aura Radulescu Procurement Director Food Email: aradulescu@cora.roMs. Ana Maria Florea PR Responsible Email: aflorea@cora.ro Phone: +40745 6642504. Brief profileRomania Hypermarche, the operator of the Cora network in Romania, is part of the LouisDelhaize Group.The first Cora hypermarket on the domestic market was launched in October 2003 inBucharest (Pantelimon area). This is the biggest hypermarket in Romania. The store has 840employees and a selling surface of 16,400 sqm. The Cora Pantelimon hypermarket sellsannually 500,000 packages of toilet paper, 3.2 million bottles of water, 2.2 million beer dosesand bottles, 2.1 million packets of biscuits, 1.3 million bags of sugar, 1.4 million oil bottles,2.8 million yogurts, 1.5 million litres of milk, 400,000 kg of tomatoes, 500,000 kg ofpotatoes, 900,000 kg of citrus, 1.2 million kg of poultry, 850,000 kg of pork meat etc.
    • A FRD Center Market Entry Services Demo Publication www.market-entry.roAt present, the Cora network in Romania includes eight hypermarkets, located in Bucharest(three units – in Pantelimon area, Lujerului area and Sun Plaza Berceni), Cluj Napoca, BaiaMare, Constanta, Drobeta Turnu Severin and Arad. The biggest sales are recorded by thefollowing stores: Cora Lujerului, Cora Pantelimon, Cora Sun Plaza – all in Bucharest - andCora Cluj Napoca.The Cora store in Drobeta Turnu Severin was opened in March 2011. The total investmentin this unit amounts to some 22 million EUR.The Cora store in Baia Mare was opened in November 2010, following investments of somefour million EUR. The store is located within the Gold Plaza Mall and has a selling surfaceof 4,500 sqm. This was the first Cora store opened in smaller cities, with population lowerthan 100,000 inhabitants.The Cora hypermarket located in the Sun Plaza in Bucharest was launched in February 2010.The store has a selling surface of 13,000 sqm and sells over 80,000 products. For this store,the retailer hired some 700 persons.In 2012 Cora will open three units, located in Bucharest (in Park Lake Plaza Titan), Sloboziaand Bacau. Also, the retailer owns lands in Brasov, Constanta and Galati. In Brasov, theretailer intends to open a Cora store and a commercial gallery with the surface of 5,000 sqm.In Constanta, the retailer will open the Corall commercial center.In 2011, Cora received from the EBRD a credit of 210 million EUR in order to finance theexpansion process on the domestic market.Cora estimates a turnover of 330 - 335 million EUR for 2011 in Romania.The private brands have a contribution of 12 - 14% in the Cora network’s turnover inRomania and their percentage will continue to grow. The retailer’s private brands are: - Cora (foods, detergents, cosmetics, sport, DIY etc) - Winny (foods) - Traditia Gustului (foods) - Nature Bio (organic products) - Prieten Vechi (wine) - Lame du terroir (wine) - Prima (alcoholic drinks) - Gourmand (French traditional products)
    • A FRD Center Market Entry Services Demo Publication www.market-entry.roExamples of prices in Cora hypermarkets (RON):Product & brand September 2011 October 2011 November 2011Margaritar sugar, paper 4.69 4.60 4.56bag, 1 kgZuzu milk, 1.5% fat, 3.70 3.69 3.99cardboard box, 1 lBorsec carbonated 2.05 2.04 2.03mineral water, Pet, 1.5 lTimisoreana beer, dose, 1.99 2.01 2.01500 mlJacobs Kronung Premium 11.99 11.96 11.99Alintaroma coffee, 250 gMilka Lapte din Alpi 3.64 3.73 3.74chocolate tablets, 100 gDanone Nutriday Natural 0.99 0.99 0.95Yogurt, 4.1% fat, 140 gColgate Advanced 7.59 7.15 7.03Whitening, toothpaste 150g / 100 mlProtex Fresh soap, 100 g 2.79 2.49 2.49STR8 Original aerosol 11.26 11.19 11.76deodorant, 150 ml
    • A FRD Center Market Entry Services Demo Publication www.market-entry.ro1.3 Carrefour1. General dataCompany name: Carrefour Romania SAAddress (headquarters): Bd. Timisoara 26Z, BucharestPhone: +4021 2067400Fax: +4021 2067451Web: www.carrefour.roE-mail: office_romania@carrefour.comYear of establishment: 1999Ownership: Carrefour Group2. Financial dataYear/Category Net turnover Average no of Net profit (mil. EUR) employees (mil. EUR)2010 930.9 7,123 33.42009 1,027.2 7,738 20.82008 1,032.0 7,760 20.13. Key personsName Position Contact detailsMr. Francois Melchior General Manager Email:De Polignac office_romania@carrefour.comMr. Vlad Ardeleanu Commercial Director Email: vardeleanu@carrefour.roMs. Andreea Mihai Marketing Director Email: amihai@carrefour.ro Phone: +4021 8059421Ms. Alina Horgea - Fresh Products Acquisition Email: ahorgea@carrefour.ro Manager4. Brief profileCarrefour Romania is part of the French Group Carrefour. Carrefour is present both onhypermarket and supermarket segments in Romania.The first Carrefour hypermarket on the domestic market was launched in 2001, in theMilitari area in Bucharest, this representing the first hypermarket on the domestic market.The impact of the new retail format brought by Carrefour in Romania was seen immediately
    • A FRD Center Market Entry Services Demo Publication www.market-entry.roin the sales - in the first six months from its launching in 2001, the sales of the CarrefourMilitari store exceeded 45 million EUR, a record amount for that period in Romania. Thestore’s turnover in 2002 recorded over 80 million EUR and the French Group decided toexpand on the domestic market.The second store launched by Carrefour in Romania - Carrefour Orhideea in Bucharest -represented another premiere for the local market: a hypermarket located near the citycentre. This launching was followed by an expansion process that included one - two newhypermarkets per year. In 2008, Carrefour opened ten stores, with investments estimated atover 300 million EUR, reaching 21 hypermarkets in Romania.Starting with 2009, Carrefour focused more on the supermarkets, the retailer entering thismarket segment through the acquisition of the Artima network.At present, Carrefour has 25 hypermarkets in Romania, out of which two were launched in2011.The Carrefour hypermarket in Botosani was launched in November 2011 in the BotosaniShopping Center. The store has a surface of 7,000 sqm.In October 2011, Carrefour opened a hypermarket with the surface of 8,400 sqm, in theColosseum Center in Bucharest. The store has 350 employees.Apart from its hypermarkets, Carrefour has recently opened a series of proximitysupermarkets named “Carrefour Market”. This retail format sells a range of some 6,300products and the offer includes over 1,000 products from the Carrefour own brand.Carrefour recorded sales of 1.184 billion EUR in Romania in 2011.Examples of prices in Carrefour hypermarkets (RON):Product & brand September 2011 October 2011 November 2011Dobrogea superior wheat 3.42 2.99 2.94flour, category 000, 1 kgZuzu milk, 1.5% fat, 3.68 3.68 3.68cardboard box, 1 lBunica oil, Pet, 1 l 6.89 7.08 7.07Coca – Cola, Pet, 2 l 4.52 4.52 4.51Borsec carbonated 2.03 2.03 2.03
    • A FRD Center Market Entry Services Demo Publication www.market-entry.romineral water, Pet, 1.5 lTimisoreana beer, dose, 1.99 1.99 1.99500 mlDanone Nutriday Natural 0.98 0.98 0.95Yogurt, 4.1% fat, 140 gProtex Fresh soap, 100 g 2.54 2.49 2.48Lenor Spring 8.07 9.35 9.61concentrated fabricsoftener, 1 lMr. Proper universal 7.75 7.75 8.40cleaning detergent, 1 l
    • A FRD Center Market Entry Services Demo Publication www.market-entry.ro1.4 Competitive analysis Net turnover dynamics 1,200 1,000 800 million EUR 600 400 200 0 2008 2009 2010 Auchan Romania Romania Hypermarche Carrefour Romania Source: Ministry of Public Finances Net profit / loss dynamics 40 30 20 million EUR 10 0 -10 -20 2008 2009 2010 Auchan Romania Romania Hypermarche Carrefour Romania Source: Ministry of Public Finances
    • A FRD Center Market Entry Services Demo Publication www.market-entry.ro Average no of employees - dynamics10,000 8,000 6,000 4,000 2,000 0 2008 2009 2010 Auchan Romania Romania Hypermarche Carrefour Romania Source: Ministry of Public Finances No of hypermarkets - dynamics 30 25 25 23 22 20 15 10 9 8 6 6 5 4 4 0 2009 2010 2011 Auchan Cora Carrefour Source: business publications
    • A FRD Center Market Entry Services Demo Publication www.market-entry.ro Price comparison in November 2011 - food products 4.1 3.9 3.7 3.5RON 3.3 3.1 2.9 2.7 Cora Lujerului Carrefour Orhideea Auchan Militari Dobrogea superior wheat flour, category 000, 1 kg Zuzu milk, 1.5% fat, cardboard box, 1 l Source: FRD Center Price comparison in November 2011 - non food products13.512.511.510.5 9.5 8.5 7.5 6.5 Cora Lujerului Carrefour Orhideea Auchan Militari Colgate Advanced Whitening, 150 g / 100 ml Head&Shoulders Natural Menthol Shampoo, 200 ml Lenor Spring concentrated fabric softener, 1 l Source: FRD Center
    • A FRD Center Market Entry Services Demo Publication www.market-entry.roThis demo Competitor Analysis is produced by FRD Center Market Entry Services –www.frdcenter.ro - a privately owned market entry consulting firm based in Romania.FRD Center offers tailor-made market intelligence, B2B matchmaking and market accessconsulting services to foreign organisations interested to enter the emerging markets inEurope as exporters, consultants, investors or joint-ventures, to relocate their operations, orto source in CE, SE and Eastern Europe.Our services include:- market research, investment opportunities assessment, sector studies, market briefs- competitor analysis- identification and qualification of B2B distributors, importers, suppliers etc.- product presentation and assessment of interest from clients / partners- pre-M&A business support and research- identification of market opportunities: exports, sourcing, B2B sales etc.- trade missions, business itineraries, inward buyer missionsFRD Center is the Global Intelligence Alliance Research Partner for Romania, a member ofthe Global Consulting Network-GCN, of the Expansion Alliance Group, of InternationalSubsidiary Development Inc. and of EMERGY International network.Disclaimer:Whilst every care is taken in compiling this report, no responsibility is taken for errors or omissions. FRDCenter guarantees that this information, collected and generated, has been operated in a professional mannerand best efforts were applied with a view to offering accurate and complete results. However, FRD Center willnot be held liable for any damage or loss resulting from the use of the information contained herein.For tailor-made market research and market entry support to the markets in CE, SE andEastern Europe, please do not hesitate to contact our team directly. FRD Center Market Entry Services Bucharest ROMANIA www.market-entry.ro Contact: Jackie Bojor, Director europa@frdcenter.ro